1. need recognition 2. search 4 info 3. evaluate alternatives 4. purchase consumption 5. post- purchase

#5 Consumer Decision Process Flashcards by Tayde Asbun

CDP

Consumer Decision Process

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5 CDP steps

need recognition
search 4 info
evaluate alternatives
purchase consumption
post- purchase

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Need recognition

consumers recognize an unsatisfied need

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Consumer perceive…

a GAP of how I am, to ideal state

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1. Need recognition

Perceptions can come… (4)

self-generated
stimuli-prompted
funtional needs
psychological needs

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1. Need recognition

Self-generated

based on personal experiences or self-reflection

new caminadora pq wants to be fit

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1. Need recognition

Stimuli-prompted

external factors like advertisement, reccomendations and commercials

ver a alguien con el nuevo iphone

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1. Need recognition

Functional Needs

practical & tangible needs related 2 product’s performance

new refri pq el viejo ya no funciona

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1. Need recognition

Psychological Needs

related to emotional/ social desires

chocolate @ tas triste
luxury bags 4 status

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2 Information Search

consumer begins searching 4 info 2 help adress their need

2 types: internal/external search

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2 Information Search

Internal Search

recalling past experiences w/products or brands

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2 Information Search

External Search

seeking info from friends, families, reviews or experts

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FALTA INFO DE INFO SEARCH

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3 Evaluation of Alternatives

consumers compare different products or brands based on criteria $, quality and features

weighing PROS & CONS

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3 Evaluation of Alternatives

Retrieval Set

grupo de marcas que el consumidor puede recordar easy

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3 Evaluation of Alternatives

Evoked set

de ese grupo, consumer solo selecciona marcas para compra

3 Evaluation of Alternatives

Determinant attributes

specific features of a produc that matter a lot

si hay opciones iguales y 1 tiene ese attribute, gana ese 1

3 Evaluation of Alternatives

Determinant attributes categories (2)

rational and psychological

Determinant attributes

Rational

like health benefits

un diabético obvio no va a comprar una bomba de azúcar

Determinant attributes

Psychological

more about perception than functionality

tacones con suela roja o no

3 Evaluation of Alternatives

Decision Rules (5)

compensatory
conjuctive
lexicographic
affect referral
brand loyalty

3 Evaluation of Alternatives

Compensatory

best balance of features

3 Evaluation of Alternatives

Conjuctive

no bad features

3 Evaluation of Alternatives

Lexicographic

scores highest on my most important feature

# 3 Evaluation of Alternatives Brand Loyalty

my fav. brand

4 Purchase & Consumption

once a consumer has decided on a product, make it easy for them to buy it

# 4 Purchase & Consumption Conversion Rate

# 4 Purchase & Consumption How to measure Conversion Rate?

tracking abandoned carts

# 4 Purchase & Consumption Strategies 2 encourage customers to complete their purchases

- simplifying checkout experience - creating urgency (últimos que quedan)

CHECA SI SANTIAGO TIENE MÁS INFO

5 Post purchase; 3 outcomes...

1. customer satisfaction 2. post purchase dissonance 3. customer loyalty

# 5 Post purchase Customer Satisfaction

when expectations are met | high expectations lead 2 repeat purchases

ojo! advertise w/high expectations because...

customers can feel dissapointed si nomás no jala

ojo! advertise it too low because...

ni una mosca se le va a parar

Strategies 2 ensure satisfaction

- offer money-back guarantees - setting realistic expectations

# 5 Post purchase Post purchase dissonance | arrepentirse

the feeling or regret/ guilt after a purchase

# 5 Post purchase Customer Loyalty

when make repeat purchases from same brand | ojo que es OVERTIME

# 5 Post purchase Customer Loyalty benefit

loyal customers reccomend 2 others

# 5 Post purchase Customer satisfaction Formula

performance - expectations